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Is Your Ecommerce Marketing Set Up for Success… or Failure?

Ecommerce

Aden Andrus

July 20, 2020

How you set up your campaigns can have a big impact on their performance. If your campaign structure focuses your budget on the wrong impressions, clicks or even products, you can waste a lot of money without realizing it.

Structuring for Success

For example, when one of our clients first came to us, they were struggling to grow their online presence. They were running ads on Google Shopping, but performance was…inconsistent, to say the least.

Some months, they would hit a ROAS of 4x. Other months, it was barely 1x. As a result, they were having a hard time seeing any real Google Shopping revenue growth.

To fix things, we built out a new Google Shopping campaign structure that focused their budget on their highest intent users. In addition, we increased their bids for all of their top products.

Once that was set up and starting to yield positive results, we began incrementally testing ads for new products and capitalizing on those that found traction.

Over time, this approach paid off in a big way.

Google Shopping revenue increased by a whopping 1,000% and ROAS stabilized at a solid 5.42x!

As you can probably imagine, this was game-changing for this client. Rebuilding and refocusing your campaigns isn’t easy, but sometimes that’s what it takes to get the results you need.

Structure Matters…a Lot

Along the same lines, one of our clients came to us because they were getting decent results from their campaigns and were hoping to grow their revenue by 2% each month.

Their company operates in a fairly niche market and commands a sizeable piece of market share, so that goal seemed reasonable. When we dug into their campaigns, however, we discovered that there was a lot more potential than we had originally realized.

The problem was their campaign structure. While the campaigns were certainly working, they were fairly scattered and disorganized. As a result, it was hard to make sense of what was happening and make the proper adjustments.

So, we took a deep breath, dove in and restructured everything in a way that allowed us to make effective bid adjustments to each product on an ongoing basis. Between that and eliminating wasted ad spend (are you noticing a theme here?), we were able to increase revenue by 153% in a matter of months.

Best of all, that lift in revenue was accompanied by a 121% increase in return on ad spend. Not only were they making more money, but they were also making more profit from each sale.

The client was thrilled. This far exceeded their predictions and put their business in a very powerful position.

Was it easy? No. Overhauling your account rarely is. But the results were absolutely worth it.

Ideally, your campaign structure should simultaneously set you up for success across multiple platforms. If you do it right, your Google Ads structure will capitalize and feed into your Facebook Ads strategy, organic social media and more.

The more you structure out a full-funnel, cross-platform strategy that plays to the strengths of each channel, the better your results are.

Remember, your customers are on a journey. If you set things up right, your campaigns will guide prospective customers through that journey—even if that journey spans multiple days, weeks, months and even platforms.

Conclusion

How you set up your campaigns can have a big effect on how well they perform. If your campaigns are a mess, it can be hard to track down problems and make the necessary corrections.

Restructuring your campaigns can be a pain, but if it needs to be done, the results will be worth the headache.

Of course, this isn’t the only way to improve your ecommerce campaigns.

For eight other proven tactics we love to use with our clients, check out this eBook. Or, simply let us know you’d like some help here or in the comments and we’d be glad to show you all the hidden potential in your campaigns.

Aden Andrus

Author

Over his career, Aden has developed and marketed millions of dollars of successful products. He lays awake at nights figuring out new marketing tactics and is constantly upping Disruptive's internal marketing game. He loves to write, dance and destroy computer monitors in full medieval armor.

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